DETROIT — The Atlas concept that is a precursor to Ford Motor Co.’s next-generation F-150 full-size pickup is larger than life and designed to send a message to the competition that the automaker has no intention of giving up 36 years of truck sales supremacy.

Unveiled at the North American International Auto Show, the Atlas boasts a bold grille, has a next-generation EcoBoost engine under the hood and showcases some advanced technology to improve aerodynamics and fuel efficiency.

CEO Alan Mulally said the name Atlas denotes strength and efficiency and the concept provides “a good idea of where we are going.”

Dearborn-based Ford is not saying when the next-generation F-Series will hit the market but the expectation is it will arrive in fall 2014 as a 2015 model.

Both the truck and the new EcoBoost engine will undergo refinement now, Mulally said.

Chief designer and Ford’s creative officer J Mays said like all show cars, the truck is supersized and includes technology that won’t make it to production.

But when the production model comes out, “you will struggle to tell the difference between the concept and production model,” Mays said.

“It’s got the Ford face. No one will mistake it for anything but a Ford,” said Raj Nair, head of global product development.

The show car still has a steel frame and doesn’t sport any more aluminum than the F-Series currently on the road. But when the truck goes into production it will weight 250 to 700 pounds less than the current truck, Nair said.

To improve aerodynamics, there are shutters on the grille, a feature already on some Ford vehicles.

But the Atlas showcases a couple research projects: an air dam or chin spoiler under the front bumper that slides down to improve underbody flow as well as active shutters on the wheels. The idea is all these actions would automatically occur when the vehicle hit a certain speed.

Mays said he loves the detail of technology such as the wheel shutters that “look like butterfly wings when they close.”

But they are solely for show and will not be going into production.

Executives would not say if the new engine will in fact debut on the truck — but when the truck goes into production it will have the next-generation direct-injection, turbocharged EcoBoost under the hood.

Details of the engine were not provided but it will have more horsepower, refinement and better fuel economy, said Nair. The torque curve will likely remain similar as he likes the way the current family of engines delivers their power.

Nair said the company is on a “glide path” to meet stricter fuel regulations and demands of customers who want better mileage.

Discussions also continue with Toyota on a project to develop a hybrid system for rear-wheel-drive trucks but it is still in early days, Nair said.

In terms of design, Mays said he wanted a truck that was extraordinarily tough and capable but also modern and intelligent looking.